College Pizza | Advertising Design
Project Insights
The client, a college campus pizza place named College Pizza, sought to redesign their advertising to better appeal to their college student target market. Customer survey feedback found that the client's current advertising didn't meet the preferences of the on-the-go, budget conscious, young adult audience.
Design needs included images reflecting mouth-watering menu items that were quality and budget focused, to catch the hungry eye of the target. Traditional images without fancy or high-end items that support a casual feel were preferred. The logo needed to be utilized on a solid background color or over images, making it versatile.
Sans-serif font preferences were needed for clear textual elements at large scales, and recognizability by the college crowd. Headlines, and sub-heads needed to be utilized in a way that gives the loyal, ‘home’ mood while giving an ‘official’ feel simultaneously, which the viewer will take in quickly and efficiently to learn all they want to know.
Effective colors included bright, saturated reds and yellows with black as a foundation. Considerable font options included Arial, Helvetica, and Lato. Layout options included casual, straight-forward element choices that cut through busy moments, feel ‘full’ and compliment the cost-conscious atmosphere.
The reflected design choices convey everything the target audience needs to know simply and effectively. Time and money are of top importance to the target audience, so the design conveys all needed information along with an appetizing product preview.
‘Inexpensive’ and ‘quick’ are relayed through color, text, layout, and images. The traditional pizza image takes main hierarchy, catching the appetite and desire of the busy, hungry college student, while leading them into the textual information down the page.
Today's young adults want straight-forward quality with no room for confusion. The font used is simple, modern, legible, and casual which communicates quickly and clean. Bright reds and yellows to contrast with black give the brand the ‘budget’ feel and attract pizza lovers with the traditional parlor mood. The use of a border frames the content to direct the eye, while the layers make the content pop in a layout that demands attention in a classic, bold presentation.
Overall, the design choices made convey a straight-forward, simple, cost-efficient message that allows the target audience to see what is offered, how they can catch a deal, and why it’s the best pizza option.
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Graphic Designs © Jacqueline 'Jae' Bello
All images and mockups used obtained from free use, public domain websites, and all raw design files contain appropriate copyright information.
All images and mockups used obtained from free use, public domain websites, and all raw design files contain appropriate copyright information.
